Making a successful brand starts within the organization. The values of your company, internally and externally, should be in sync. That is why getting your employees to represent your brand, is extremely important.
A few weeks ago I wrote about Kaupthing and the Icelandic banking crisis. Kaupthing actually used internal branding to encourage their employees, to emphasize on their superiority and how successful they were. Here you can see video that was made for the eyes of Kaupthing employees.
What do Martin Luther King, Albert Einstein, Mother Teresa and Neo (you know, The One in The Matrix) have in common with Kaupthing? I don’t know but looking at this comparison while listening to U2, I got to admit, I AM PSYCHED!
This video has similarities to the propaganda movies the Nazis used to promote their ideology. According to Goebbels:
“The essence of propaganda consists in winning people over to an idea so sincerely, so vitally, that in the end they succumb to it utterly and can never escape from it”
If you replace the word propaganda with internal branding, and Goebbels with David Ogilvy this would be a great quote, a little excessive, but still great.
I like how they compare their business model to the miracle of birth.